| 委托--代理契约与事业部组织企业的营销战略 |
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| 引用本文： | 刘平,熊磊. 委托--代理契约与事业部组织企业的营销战略[J]. 昆明理工大学学报(自然科学版), 2003, 28(6): 129-132 |
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| 作者姓名： | 刘平 熊磊 |
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| 作者单位： | 1. 上海财经大学,国际工商管理学院,上海,200083
2. 昆明理工大学,管理与经济学院,云南,昆明,650093 |
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| 摘 要： | 企业营销战略的实施很大程度上取决于各个事业部的营销战略的协调配合,而各个子公司是独立的法人,“经济人”的理性要求他们应该追求自身的利益最大化来选择战略．因此,各个子公司的营销战略与企业的总目标之间便有可能发生冲突．对子公司的管理者进行适当的委托—代理契约的设计,可以诱使其管理者做出有利于企业总目标的营销战略的选择。
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| 关 键 词： | 企业营销战略 委托-代理契约 事业部组织企业 组织结构 |
| 文章编号： | 1007-855X(2003)06-0129-04 |
| 修稿时间： | 2003-04-08 |
The Principal- agent Contract and the Marketing Strategy for Multi- division Company |
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| LIU Ping ,XIONG Lei. The Principal- agent Contract and the Marketing Strategy for Multi- division Company[J]. Journal of Kunming University of Science and Technology(Natural Science Edition), 2003, 28(6): 129-132 |
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| Authors: | LIU Ping XIONG Lei |
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| Affiliation: | LIU Ping 1,XIONG Lei 2 |
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| Abstract: | The implementation of marketing strategies of the whole company, to a large extent, depends on the cooperation of the divisions. However, because of "self-interest", the managers of divisions will choose the strategies beneficial to themselves, which perhaps leads to the conflicts between the whole company and the divisions. Through proper design of principal-agent contract, managers can be induced to make choices which are favorable for the accomplishment of the strategic goals of the company. |
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| Keywords: | contract of principal-agent multi-division structure marketing strategy Cournot competition |
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